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visual communication practice

Set Free Women


Description of idea

Describe your idea and concept of your work in relation to the festival outlines:

I was first inspired by the ‘Free the Nipple campaign’. This particular campaign is about women being able to bare skin (and in this instance, breasts) and not be sexualised for it. Although I was interested in this topic, I did not want to adopt the same concept; however, I was very interested in working a campaign with women, which also lead to the idea of doing a campaign on feminism. Whilst thinking of a more narrowed path to work on for feminism, I had the idea of actually creating a campaign that focuses on ‘woman against woman’. With feminism, it usually consists of man versus woman, but it has never come to my attention a campaign that focuses on woman attacking woman. It has never really been addresses successfully, yet women are always known to gossip about other females. Women also compare themselves to others, and get so unhappy knowing they cannot achieve what others have. This then lead me to the idea about doing a campaign on women’s body image.

What kind of communication approach do you use?

I decided to paint the women on my campaign ads, as I believe that every woman is a piece of ‘art’, and there is no perfect line structure to how a woman should look. I also like the idea that painting these women also shows that art is personal, yet is still enjoyed and appreciated by people.

What are in your opinion concrete benefits to the society because of your communication?

Trying to liberate women from body image negativity.

What did you personally learn from creating your submitted work?

That there are so many women shaming other women due to their body shape. It is all over the Internet!

Why is your work, GOOD communication WORK?

Because it promotes positive social changes for women, and for women to stick together instead of belittling one another.

Where and how do you intent do implement your work?

Change room mirrors, a retail shopping centre ad walls, and woman’s magazine layouts. I specifically chose these ad placements, as it will reach the right target audience for this campaign, and have placed them in areas where you tend to find more women than men

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)

Not that I am aware of.


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Entry details


Set Free Women


Women who are 'set free' from negative body image

Concept author(s)

Sandy Nguyen

Concept author year(s) of birth


Concept author(s) contribution




Competition category

visual communication practice

Competition subcategory


Competition field


Competition subfield


Subfield description

Swinburne University of Technology